lights. camera. insight.static.tumblr.com/jgznmuc/y9moleeej/insights_series... · 2017-02-15 ·...
TRANSCRIPT
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LIGHTS. CAMERA. INSIGHT.
2016
Exploring how to maximise ROI by understanding incremental impact by digital format and utilising emotional intelligence technology to create engaging creative
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What is an Australian’s ideal day and who makes the decisions? 1 Which channels influence
decision making? 2
What incremental gains can you achieve from using video plus other digital formats?
3 How can you create an engaging video creative? 4
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Eating out, outdoor activity, cinema and TV are key elements of the average Australian’s ideal day Ideal day activity (% All respondents)
79%
68%
59%
58%
38%
36%
32%
30%
29%
24%
21%
16%
Restaurant/Café
Outdoor
Cinema
Watch TV
Concert/Theatre
Watch sport
Visited a bar or club
Museum or gallery
Theme park
Gaming
Play sport
Gamble/Casino
Key Differences by generation
Baby Boomer (113)
Millennial (111)
Baby Boomer (126)
Millennial (111)
Gen X (110)
Millennial (147)
Millennial (124)
Millennial (125)
Gen X (114)
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The mix of online and recommendation varies by entertainment activity
239
127 137 163
147
196
172
Restaurant/Café Outdoor Cinema Watch TV
Recommendations Online information
Influence of channels (Index)
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Yahoo7 Labs set out to understand
The impact of additional digital ad formats on video recall
1 The impact of video plus other digital ad formats on overall campaign performance
2
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76%
79% 80%
84%
Video Video + Display Video + Sponsored Content Video + Native
Campaign recognition of the video is greatest when combined with other digital ad formats
Campaign Recognition (% All exposed to test)
+4% +5%
+11%
1. Impact
on video
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Emotional Intelligence technology helps drive commerical success
What do you need to know about Emotional Intelligence Technology? • Emotions influence the decisions you make
• Automated technology coding helps measure people’s emotions
• Using computer vision and machine learning, computers are taught to recognise people’s facial expressions
• Advertisers are increasingly using this technology to create engaging content
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Across all 4 tests we found a positive correlation between happiness and engagement Engagement and Happiness score (Realeyes Score)
Happiness
Engagement
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Intent to share on social was highest amongst those experiencing high arousal emotions
2%
7%
11% 12%
Low negative Low positive High negative High positive
Intent to share on social (% all exposed)
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For more information please contact your Yahoo7 representative or email [email protected]